Sting Turns Up the Volume on Fan Engagement, Igniting a Cultural Frequency Across India
Timing That Hits the Apex Launched at a moment when Formula 1 is dominating national conversation — fuelled by the growing pop-culture buzz around racing — Sting's campaign lands at cultural peak velocity. With fan anticipation building ahead of every key moment, Sting is strategically tapping into the surge — embedding itself in moments that matter most. The brand isn't just catching attention — it's riding the wave of a cultural crescendo.
Link to view the video: www.instagram.com/reel/DLcrmLGzqlL/?igsh=MTBha3BoamRuY3Ixeg== Sonic-first. Fan-focused. Culture-fuelled.
With its landmark partnership with Formula 1, Sting is dialling up fan engagement through immersive, audio-first storytelling and community-driven activation. The Sound of Sting is not just a catchy motif — it's a sonic identity built from the roar of a real F1 engine. A sharp, high-frequency signal that now functions as both an ad trigger and a cultural cue.
'This isn't just another campaign with a soundtrack,' said Vandita Pandey, Vice President, Marketing, International Beverages – Hydration and Energy, PepsiCo. 'Sound is identity. It's how today's youth connect, react, and belong. By transforming the emotional jolt of an F1 engine into a signature Sting cue, we're not just marketing — we're engineering experience.' Spot the Sound, Win the Ride In one of the campaign's most thrilling fan activations to date, Sting is offering fans a chance to turn up the volume — literally. The promo is simple: hear the 'stinggg' sound anywhere, tag the brand sharing where you heard the Sound of Sting, and stand a chance to win tickets* to a Formula 1 Grand Prix. (*T&Cs apply.) What makes it disruptive is this: Sting isn't just broadcasting sound, it's getting fans to seek it out. The brand has seeded the sound across unexpected touchpoints — reels, influencer content, online and in-theatre advertising — and invited fans to go from passive listeners to sonic explorers.
Brilliant by Design: Discovery as the New Distribution This leg takes the story further — from controlled brand placements to fan-driven discovery. The campaign thrives because users carry it forward, seeking it, reacting to it, and expanding its reach.
Today, culture demands participation. Sting's new playbook reflects this shift — moving beyond simply placing a logo on a moment to creating moments that live within culture. The brand is crafting experiences that are unexpected, interactive, and designed to travel across audiences. By tapping into youth instincts like curiosity, sharing, and play, the campaign plugs into moments that matter. Sound becomes a Trojan horse, enabling Sting to enter conversations organically rather than interrupt them. This isn't just about partnering with F1 — it's about amplifying a cultural pulse that fans are eager to follow.
The campaign is also being amplified through a partnership with BookMyShow, reinforcing Sting's presence at the intersection of entertainment and energy.
Hijacking Attention: From Sonic Drops to Social Sparks From influencer activations to Easter-egg audio placements, The Sound of Sting is showing up in unexpected places — a creative entry into India's soundscape. Whether it's a creator remixing the Sting into content or fans stumbling onto it mid-scroll, the campaign is thriving on discovery.
What makes it brilliant marketing is that the audience doesn't just consume the content — they chase it, remix it, and build on it. That's how The Sound of Sting is transforming from a brand asset to a shared cultural signal.
Already, reactions have poured in: creators like Nayandeep Rakshit, Arjun Madan and Shiv Khandelvwal and more, urging followers to 'listen up,' fan edits turning the sound into memes, and Sting content lighting up reels with F1 flair.
The sound is no longer just heard — it's shared.
About PepsiCo PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated nearly $92 billion in net revenue in 2024, driven by a complementary beverage and convenient foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep (PepsiCo Positive). pep is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.
(Disclaimer: The above press release comes to you under an arrangement with Newsvoir and PTI takes no editorial responsibility for the same.).

Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles


Time of India
6 hours ago
- Time of India
Tamil Movie Star Gautham Ram Karthik to be the New Face of Derby
Derby, Tamil Nadu's premier denim and menswear brand, announced the appointment of acclaimed Tamil Film Actor Gautham Ram Karthik as its official brand ambassador . This strategic partnership marks a pivotal moment in Derby's ambitious expansion plans as the brand sets its sights on capturing the hearts and wardrobes of India's young, style-conscious demographic. With nearly 50 retail outlets across South India, Derby has established itself as the go-to destination for quality denim and contemporary menswear. The brand's decision to partner with Gautham Ram Karthik reflects its commitment to resonating with today's ambitious youth who value both style and substance. "Gautham Ram Karthik embodies everything Derby represents - he's classy, accessible, and genuinely talented," said Mr. Vijay Kapoor, Managing Director, Derby. "His natural style and connection with young audiences make him the perfect ambassador for our next phase of growth. Like our denim, he's authentic, versatile, and always camera-ready." Gautham Ram Karthik, known for his compelling performances and effortless style both on and off screen, expressed his enthusiasm for the collaboration, "Derby's commitment to quality craftsmanship and contemporary design aligns perfectly with my personal style philosophy. I'm excited to represent a brand that truly understands what today's young men want - clothing that looks great and leaves a mark." The partnership comes at a strategic time as Derby prepares to accelerate its expansion across India through ecommerce. The brand plans to leverage Gautham Ram Karthik rising star power and authentic appeal to strengthen its position in key markets while attracting new customers who aspire to combine classic style with modern sensibilities. Derby's association with Gautham Ram Karthik will be showcased through a comprehensive 360degree campaign that reflects the actor's personal style aesthetic. For more details, please visit: Established as Tamil Nadu's leading denim specialist, Derby has grown into one of South India's most trusted menswear brands. With nearly 50 outlets, Derby combines quality craftsmanship with contemporary design to serve style-conscious men across the region. The brand is committed to expanding its footprint while maintaining its reputation for accessible luxury and superior fit. (ADVERTORIAL DISCLAIMER: The above press release has been provided by NewsVoir. will not be responsible in any way for the content of the same)


Business Standard
6 hours ago
- Business Standard
India's Young Writers Recognised in Emerging Authors League of Summer Book Writing Festival 2025
NewsVoir New Delhi [India], July 25: BriBooks, the world's leading writing and publishing platform for school students, has announced the winners of the Emerging Authors League, the second national competition under its Summer Book Writing Festival (SBWF) 2025. The Emerging Authors League recognises students who demonstrated sustained commitment to completing and publishing their books. Unlike contests focused solely on style or language, this league rewards the determination to shape an idea into a finished work and the courage to share it publicly. Celebrating India's Developing Literary Talent The league honours student authors who advanced from first drafts to published books, reflecting both perseverance and creativity. Winners were selected in two categories - Jury Choice, recognising literary quality and originality, and Best-Seller, recognising popular appeal among readers. "This league celebrates the discipline and follow-through required to become an author," said Ami Dror, Founder and President of BriBooks. "These students did not stop at imagining a story. They completed, polished, and published it - an achievement at any age." Jury Choice Winners * Price of a Second - Navya Khanna * The Breath Left Behind - Arshiya Rajput * THE ALIBI ROOM - Kirandeep S P Chand * Scarlet Flames - Daksh Kant * Echoes Of The Southern Gate - Aharshi Biswas * A deal with shadows - Chiranth Kellengere * THE Lost temple enigma - DHWANI NAIR * The Woods Manor Revelation - Mihira Shukla * THE WHISPERING WOODS - Trisha agrawal * The secret of Golden treasure - Kritika Bhasin * THE LAST HUMAN ! - Veda Tejwani * CAMP WHISPERING PINES - Yashika Solanki * ESSENCE OF BEING LIVING. - NOOR GANDHI * Through My Eyes - Vedika Vikas Patil * The Nature of Destiny - Krishnendu Ganguly * My trip to Nainital - Shivanya Sharma * Power of light - Krishvi Sharma * THE HOLLOW BELOW - Yuvana Jadwani * THE VAULT - Bhavya Babbar * My mom is not a Super hero! - Chethan Nihal Aripaka * The Green Rebellion - Maanveer Juneja * Searching Venu part 1 - Borra Sushanth * The young scientist adventure - Hitakshi Khatri * The whispers of mystery - Dhruvika Mishra * How Marigold came to earth - Srinithya Tadikemalla * HANK'S FAMILY AND THE ISLAND - VIHAAN * WHY CAN'T I GO TO SCHOOL! - ADITI R M * Time Travel Trouble - Avika Jain * Jaipur - in our new car - Mridula Chaudhary * Earth's Last Breath - Nandini Singh * Sariska - The magical journey - Ojaswini Chaturvedi * AI for young readers - Aritra Majee * Echoes of the Hidden Truth - Jiya Kansra * ASHLEY THE ASTRONAUT! - Aarna Raheja * Halloween hijinks - Layeeq Ahmed Shaik * Lost in the Amazon - Shayoli Ghosh * MISSION COURAGE - Myra Mishra * The precious game of cards - Ayantika Pal * The Stray who befriended me - Aria Jaitly * The tale of the silent River - Indraveer Singh * A Dream Come True - Shaaravi Pandey * Harely The Hare - Aarna Gulia * Lights of joy : Diwali night - Lubhavani Sinha * Anya finds the cats - Krishnica Rameshkumar * The Last Leaf of Hope - Tejas kaur * Allen & his powers part-1 - P Sathvika Reddy * The Guardian Of Singapura - Durga Rajasingam * The Holi Party - Veda Tejender Dudeja * The Message - Pranshi Sharma * Craft of courage - Sarah Singh Best-Seller Winners * Beti Padhao - Kshipra Moreker * Present, Sir Absent, Sir - ROSHAN SURESH INGOLE * Kingdom of Checkmate - Shrishti Sharma * Joint Family god's gift - Irleen Kaur * Wrath Of Dragons - Shaarav Rathi * The Brooklyn Show - SparshND * Detective Minds at Work - Anika Shukla * Vasudhaiva Kutumbakam - Kshipra Moreker * Charred futures silent scream - Kshipra Moreker * Tribal Science - Kshipra Moreker * The Lost Forest of Vrindavan - Kavya Agarwal * Pink Punk Heart - Anamaya Arora * Advik and Friends Save Sangam - Ariv Agarwal * Her venture to space - Aditree Pal * Colours of India - Akshita Kaligotla * Goddess of Luck - Kyra tayal * the Secret Planet Zooba - Sanidhya Verma * Time Swap:Centuries Reimagine - Shrejal Singh * The Lost Treasure of Atlantis - Vihaan Gupta * Magical Forest Talent Show - Naisha Chaursiya * The secret diary - Shreyash Maheshwari * A Mystery Of Easy Qultu - Darsh Bhalothia * Green plants - Maitryi Agarwal * Sugar, Swirls & Surprises - Kyra Mehta * Cody From Lost To Loved - Ikeshita Chakraborty * Wake up to be Extr'ordinary' - Mitravinda Javvadi * THE WISHING STAR - MISHIKA SINGH * NO MAN'S LAND - Jashandeep Singh * Lia and the bicycle race - Aanya Rajpura * THE SECRET OF BLIZZARD ISLAND - ANSH AGRAWAL * THE ADVENTURE IN GIR - Alakhya Ashmi Singh * A sense of lightness - Samarth Mayur * The forest that remembers - Naisa Singh * The Animals Odyssey - Prahaan Chaudhari * A Halloween to Remember - Nivriti Katyal * The Lost - Aparna Jha * TIM'S ADVENTURE PART 1 - PRANAY PATNAIK HOTA * Moments in time - Ishika chhabra * XENO- ONE - Rhythm Sharma * life's lesson - Tanishka Soni * Forever in my heart - Viyaan Assudani * No Jewels, Just Genius - Sthavir Garg * Ram And The Run For Courage - Pratigyaveer * How The Tiger Got Its Name! - Aarna Kapoor * Magic Puzzles - Prarthana Valecha * Adventures of Rocky and Meena - Kaushiki Goyal * Timeless threads - Aria Karn * NIGHT DREAMERS - Samarvir choudhary * The Journey to another Planet - KAIRA MATHUR * Operation Green Hearts - Nivaan Haluvaagilu A Continuing Celebration of Student Authorship The Emerging Authors League is the second of three leagues in the Summer Book Writing Festival 2025, an initiative designed to encourage creative writing and publishing among school students. Participation is expected to exceed 1 million students across the country this year. Winning students and schools will also be considered for the prestigious Literary Leadership Awards, with top authors receiving national recognition through media features, jury selections, and special showcases. BriBooks is the world's largest student publishing platform, dedicated to helping children become published authors. Thousands of Indian students have published their books through BriBooks, gaining recognition as emerging voices in literature.


India Today
7 hours ago
- India Today
War 2 trailer sparks meme fest over bizarre speedboat scene on F1 track
The trailer of 'War 2' is grabbing headlines, surprisingly, not just for its star power but for a blink-and-you-miss moment that has the internet in splits. Soon after the action-packed teaser dropped earlier today, eagle-eyed fans spotted a scene that turned the serious spy thriller into meme by Ayan Mukerji, the trailer features Hrithik Roshan and Jr NTR as rival Indian spies, with Kiara Advani playing the lead female role. However, what caught viewers off guard was a sequence showing a speedboat zipping across a Formula 1 racetrack - yes, a boat on the internet couldn't resist. The clip sparked a flood of memes and hilarious commentary, with users questioning the logic of the scene. 'WTF is this?' one viewer wrote, while another summed it up as, 'Boat on an F1 circuit - War 2 trailer in a nutshell (sic).' Criticism didn't stop there. Several users took aim at the trailer's visual effects, comparing them unfavourably to video games. 'Video game VFX is far better (sic),' one person noted, while another added, 'Looks like a video game cutscene (sic).'Take a look at some of the reactions here: Despite the mockery, 'War 2' remains a key chapter in YRF's ambitious Spy Universe, which includes the Tiger films and 'Pathaan'. Hrithik reprises his role as Kabir, the stylish super-spy introduced in the 2019 blockbuster 'War'.With a reported budget of Rs 600 crore, the trailer's CGI has also raised eyebrows. 'The budget is 600 cr and you deliver this? #War2Trailer (sic),' one viewer quipped, echoing widespread sentiment the trailer of 'War 2' here: 'War 2' releases on August 14 in Hindi, Telugu, and Tamil.- EndsMust Watch